The production company behind Channel 4's horse racing and cricket coverage has poached the broadcaster's head of business affairs and programme finance to be its new commercial director.

Andrew Brann, who spent 18 years at Channel 4 and has been instrumental in many of its sports rights deals during that time, has joined Television Corporation, owner of Robot Wars producer Mentorn and sports outfit Sunset+Vine.

The TV Corp chief executive, Jeff Foulser, said today the appointment was a key plank of the company's international expansion strategy.

"We need to maximise the global commercial value of our programming assets as part of our international growth strategy and Andrew has all the qualifications to help us deal with that," he added.

Mr Brann previously spent five years as Channel 4's head of co-productions and took a lead role in its sports rights negotiations, including snatching international cricket from the BBC and introducing sumo wrestling, American football and Kabbadi to a UK audience.

In the newly created role Mr Brann will be expected to spearhead TV Corp's expansion into new areas. "With the recent changes in the rights environment this is a great time to be working in a major independent producer," he said.

The company's chief executive, Jeff Foulser, said earlier this year the company would be on the look-out for further acquisitions after raising £6m in a share issue to restructure its balance sheet following an ill-fated foray into power boat racing.

TV Corp recently appointed Labour peer Lord Chandos to replace former chairman Michael Grade, who stepped down when he was named BBC chairman earlier this year.

Last year's Communications Act, which strengthened the rules forcing broadcasters to commission more of their output from external producers, opened the door for further consolidation of the independent sector.

It also enabled independent producers to retain more of the rights to their shows to sell globally and exploit through merchandising and new media.